In the video, which can be found on YouTube, Mikkelsen cycles around Copenhagen musing on what makes Danes the happiest people in the world.

He variously goes to an outdoor swimming baths, down the middle of a long table of diners, through a flat full of Danish designer furniture, past a woman lying in bed and finally out through the back of her wardrobe and through the iconic elephant gates of the Carlsberg Brewery, all the while extolling the work/life balance.

In one scene, a whole group of people knock off work at the same time: 17:00, the giveaway that this is aimed at the Brits, as most Danish offices are deserted by 16:05.

At the end of the ad, Mikkelsen is given a drink and the tagline uses a variation on Carlsberg’s well-known “probably the best beer in the world” slogan.